Mahanayak Rajesh Hamal wants kanchi to dance (Nacha na kanchi)

Whether you watch Nepalese movies or not, Rajesh Hamal is a brand that most still revere. Popularly labeled as a ‘Mahanayak’, Hamal has, against his naysayers, time and again proved that he single-handedly can drive the entire movie industry. The star persona he exudes has transcended traditional judgment standards like ability to act or dance, much like Salman Khan or our home-grown Anmol Kc. Whatever your personal views, one cannot deny the contributions superstars like Hamal make to the industry. Here, we are not dissecting the artist Rajesh Hamal but rather the brand that Rajesh Hamal represents. 

There was a time when Rajesh Hamal had the Midas touch. Producers would sign Hamal and the movie would materialize on-the-spot. Having delivered blockbusters after blockbusters, Hamal became a household name. The mass had been gripped by Hamalmania. Add to that his stint as the host of a spelling bee reality TV show. The elite class was hooked on Hamalmania as well. The eloquence and panache with which he carried himself made him an icon to the ‘class’ audience. Rajesh Hamal is perhaps the first actor who transcended the mass and class divide, and thus for that alone he deserves the ‘Mahanayak’ title ( against the wishes of yesteryear actors like Shiva Shrestha and Bhuwan Kc). That said, we are puzzled by the recent projects of Rajesh Hamal, which has significantly hurt his personal brand.

Just take a look at this music video:

For a star with such stature, lip-syncing to a horribly autotuned song with equally horrible lyrics amounts to heresy. The video projects a different Rajesh Hamal- one that is past his prime but still holding on like a drowning man holds on to a straw. A part of personal branding comes from a sense of exclusiveness. By providing exposure to anything that draws some quick cash without taking cognizance of the negative implications, the brand is sure to falter. While Hamal’s overexposure is still limited compared to Maha Jodi and Paul Shah, his limited appearances have become meme fests on social media. 

One thing that celebrities need to understand is that they have no inherent value. Their status is accorded through the love and adulations of the people. So, treating audiences as idiots will only result in their own obsolescence. As the attention span of the audiences is short, it makes sense that celebrities assert their presence every once in a while to maintain their relevance. However, that does not mean providing overexposure or making tasteless projects like ‘Nacha na Kanchi’. The singer and producers of the music video, for sure, made positive gains from affiliating Rajesh Hamal, however, his own personal brand has become negatively affected. It is only a matter of time before the audience catches up with this and avoids him altogether. Therefore, with utmost humility and respect for the ‘Mahanayak’, we request our ‘Mahanayak’ to maintain the dignity of the status that he has been accorded by the people. We all respect you too much Mr. Hamal. Do not make us cringe with a project like ‘Nacha na Kanchi’ again!